Adolescents’ Reactions to Adverts for Fast-Food and Confectionery Brands That are High in Fat, Salt, and/or Sugar (HFSS), and Possible Implications for Future Research and Regulation: Findings from a Cross-Sectional Survey of 11–19 Year Olds in the United Kingdom

Nathan Critchlow, Jessica Newberry Le Vay, Anne Marie MacKintosh, Lucie Hooper, Christopher Thomas and Jyotsna Vohra
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Nathan Critchlow: Institute for Social Marketing and Health, Faculty of Health Sciences and Sport, University of Stirling, Stirling FK9 4LA, UK
Jessica Newberry Le Vay: Cancer Policy Research Centre, Cancer Research UK, 2 Redman Place, London E20 1JQ, UK
Anne Marie MacKintosh: Institute for Social Marketing and Health, Faculty of Health Sciences and Sport, University of Stirling, Stirling FK9 4LA, UK
Lucie Hooper: Cancer Policy Research Centre, Cancer Research UK, 2 Redman Place, London E20 1JQ, UK
Christopher Thomas: Cancer Policy Research Centre, Cancer Research UK, 2 Redman Place, London E20 1JQ, UK
Jyotsna Vohra: Cancer Policy Research Centre, Cancer Research UK, 2 Redman Place, London E20 1JQ, UK

IJERPH, 2020, vol. 17, issue 5, 1-16

Abstract: The influence that marketing for foods high in fat, salt, and/or sugar (HFSS) has on adolescents extends beyond a dose-response relationship between exposure and consumption. It is also important to explore how marketing shapes or reinforces product/brand attitudes, and whether this varies by demography and Body Mass Index (BMI). To examine this, a cross-sectional survey was conducted with 11–19 year olds in the United Kingdom ( n = 3348). Participants watched 30 s video adverts for a fast-food and confectionery brand. For each advert, participants reported reactions on eight measures (e.g., 1 = Makes [product] seem unpopular choice–5 = Makes [product] seem popular choice), which were binary coded based on whether a positive reaction was reported ( Yes/No ). At least half of adolescents had positive reactions to both adverts for 5/8 measures. Positive reactions had associations with age, gender and, to a lesser extent, BMI. For example, 11–15 year olds were more likely than 16–19 year olds to report appeal to their age group for the fast-food ( OR = 1.33, 95% CI: 1.13–1.58) and confectionery advert ( OR = 1.79, 95% CI: 1.52–2.12). If these reactions are typical of other HFSS products, future research and regulatory change should examine whether additional controls on the content of HFSS marketing, for example mandated health or nutritional information and revised definitions of youth appeal, offer additional protection to young people.

Keywords: Marketing; advertising; HFSS; junk food; reactions; obesity; overweight; adolescents; food policy; regulation (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2020
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